Ben Settle

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File under: Business Building, inner game

If it jiggles it’s fat

About a month ago, I wrote this in an email:

“1. If it jiggles it’s fat (not just talking about Schwarzenegger’s take on weight loss…)”

To which the inevitable question came:

Hi Ben! These points are great. I printed this email and put it on the wall so I can read it again and again. Only point 1 is not clear. What do you mean with “If it jiggles it’s fat (not just talking about Schwarzenegger’s take on weight loss…)” ?

Physiologically it means the human body doesn’t lie to you.

Nobody being honest with themselves ever mistakes anything that jiggles for muscle…

From a business perspective it can mean a lot of things:

  • Excess words that needlessly bloat a sales page is jiggle
  • Time spent scrolling social media thinking you are “doing business” vs legitimately working in your business is jiggle
  • Possessions you don’t use, don’t need, and that clog up space/mind/time is jiggle
  • Employees (especially office politicians) who don’t earn their keep or create chaos is jiggle
  • Offers/products/content that cost more to produce than they earn (i.e., the rash of woke CW superhero shows that just got the axe, etc) is jiggle
  • Emails with no offer or don’t lead to a sale (i.e., so-called “good will” emails) is jiggle
  • Time spent tracking metrics you do nothing practical with is jiggle
  • Energy invested into virtue signaling on social media over taking action is jiggle (i.e., “I’m going to write a book!” vs actively writing the book)
  • And so on, and so forth

Anything that jiggles ain’t muscle.

Word to the wise and all that.

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Ben Settle

  • Book & Tabloid Newsletter Publisher
  • Email Supremacist
  • Alt-Copywriter
  • Software Investor
  • Pulp Novelist

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